Mobile Marketing Firm Adenyo Acquires MoVoxx

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Mobile marketing firm Adenyo has acquired MoVoxx, a US-based mobile advertising company that counts multiple Fortune 500 companies as clients and reaches millions of users on both smartphones and more basic ‘feature phones’. MoVoxx was founded in 2006 and had previously raised money from Greycroft Partners, Khosla Ventures, First Round Capital and BV Capital. Terms of the deal aren’t being disclosed.

MoVoxx CEO Alec Andronikov says that the company has grown to reach 40 million unique users though in-app display ads as well as SMS, which can reach a much broader array of devices. The company recently launched a new GeoSense platform that sends location-based ads to users, even on devices that don’t come equipped with GPS.

Adenyo offers a SaaS mobile ad platform that serves over 1 billion ad impressions a month. It includes an analytics engine to determine which ads to serve to which users, as well as a system to handle payments and coupons. Adenyo CEO Tyler Nelson says that the company has built up a strong presence in the European market as well as Canada, but that “feature phones” in the United States are around 3-4 years behind, and that Adenyo hasn’t yet addressed them. MoVoxx already has a large base of users on these feature phones, and will give Adenyo a strong foothold in the United States. This, Nelson says, is important as clients look to launch global campaigns across North America and Europe.

Canada-based Adenyo recently raised $30 million in funding, and it sounds like it has more acquisitions in the pipeline.